(Est. 1945) “Ashley HomeStore is committed to being your trusted partner and style leader for the home. This commitment has made Ashley HomeStore the No. 1 furniture retailer in the U.S. and one of the world’s best-selling furniture store brands with 600 locations in 28 countries.”
Not much on this one but you gotta appreciate a positive redesign for a large company, although both logos miss the chance to fully convey what the business is. The old one looked like it was for an independent plumber or a small home repair store; it looked really cheap. The new one is more upscale for sure and a step very much in the right direction but now it feels like a real estate agency, which is a better place to be than before. Obviously the logo says "homestore" so there is no doubt what it is but the general feel is a little off. It's nice to see a serif for a change and one that pairs well with the thick stroke of the icon, which itself is a commendable evolution of the original. The lock-up, though, is kind of a mess with the centered, stacked typography and the icon on the left. Still, the company is now more on par with, say, Crate & Barrel than Home Depot.
Thanks to Josh Berta for the tip.
Plans are in development for coming back to Europe in Spring of 2018 with the current top contender host city of Barcelona.